AMS Media Group

London, United Kingdom
Founded: 1975
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Skills
Online Marketing
Online/Digital
Paid Search
Search Engine Marketing
Graphic Design
Digital/Web
Social Media
Media Buying & Planning
Advertising & Media
Web Measurement & Analytics

and 50 more

Clients
Red Bull
UCFB
Fred Perry
Filippo Berio
Beaulieu
London Designer Outlet
ECB
FISHERMANS FRIEND
Ascot Racecourse
Condor Ferries

and 12 more

Sector Experience
Automotive
Business to Business
Charity
Entertainment
Events
Fashion
Financial
FMCG
Food & Drink
Healthcare

and 25 more

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Red Bull: Creating a category (a 20+ year relationship)

The challenge:

In 1996 AMS were appointed to help create a completely new sector within the energy drinks market effectively from a zero base in the UK: Year 1 sales = 6m cans. The UK was unique due to the long heritage of Lucozade and its energy drink dominance.

Our approach:

We set out to reach those most likely to need the product functionally, but also relate to the brand and its ethos. These early adopters were very light consumers of media, so our targeting had to be extremely refined if we were to use our limited budget effectively. This audience has of course evolved over the last 20+ years, but the diligence in targeting whilst staying true to the brand remains the same.

- Programme-led branding via TV, Cinema & Digital

- Product-specific OOH, Press & Radio

- Event support driving awareness & participation

- Media "firsts" to add innovation and cut-through

The achievement:

Current sales = in excess of 350m cans

"With AMS we built the strongest and most profitable brand in the soft drinks industry, by thinking the unthinkable and doing the improbable, we left them wondering how it was done" - Harry Drnec (former MD, Red Bull UK)

Clients

Red Bull